Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations Harrison, Paul and Shaw, Robin 2002, Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations, in Proceedings of the Australian and New Zealand Marketing Academy Conference 2002, Deakin University, Geelong, Vic., pp. 3301-3308. Attached Files Name Description MIMEType Size Downloads Title Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations Author(s) Harrison, Paul orcid.org/0000-0003-4242-6627 Shaw, Robin Conference name Australian and New Zealand Marketing Academy Conference (2002: Melbourne, Vic.) Conference location Melbourne, Vic. Conference dates 2-4 December 2002 Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference 2002 Editor(s) Shaw, R. Adam, S McDonald, H. Publication date 2002 Start page 3301 End page 3308 Publisher Deakin University Place of publication Geelong, Vic. Summary This paper explores the market orientation and marketing culture of all staff within a nonprofit organisation to ascertain the extent to which members of the organisation support or create barriers to the implementation of the marketing concept. Of particular interest in this research is the role of nonprofit organisations, which are often thought of as having a production, rather than marketing focus. Consequently, there may be cultural and behavioural conflicts between, for example, marketing personnel and production personnel. This paper provides a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the general research design, a summary of the results of 11 initial focus groups, consisting of all staff in one nonprofit organisation, is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented. ISBN 9780730025627 0730025624 Language eng Field of Research 150599 Marketing not elsewhere classified HERDC Research category E1 Full written paper - refereed Persistent URL http://hdl.handle.net/10536/DRO/DU:30004784 Document type: Conference Paper Collections: Faculty of Business and Law School of Management and Marketing Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 28 Jan 2009, 10:58:21 EST Tue, 23 Jun 2009, 12:41:32 EST Fri, 17 Oct 2014, 08:33:52 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 1018 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Mon, 07 Jul 2008, 09:41:27 EST